Every year, a set of new trends arise that change the course of the digital marketing process and make it easier for marketers to do their work and save time continuously. One of the most critical new trends that have greatly influenced digital marketing and are expected to sustain its impact in the future is Big Data. This article aimed to outline the role of big data in digital marketing by discussing its various applications in digital marketing operations. This article was based on the systematic review methodology by reviewing the previous literature in the study area. The results obtained from the literature showed various applications of big data analytics in digital marketing, including (improving customer experience, measuring and analyzing competitors, innovation and product development....etc.). The article also discovered that companies regularly employ big data to improve the accuracy of different marketing decisions, such as enhancing customer knowledge, providing highly customized promotional content, increasing sales, and measuring the effectiveness of digital marketing campaigns. This article will provide a theoretical base for future researchers to conduct a field study on Turkish companies to examine to what extent they are using big data analytics in digital marketing
